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DisplaySearch Report Indicates Top LCD TV OEMs and Brand/OEM/Panel Supplier Relationships by Size
Samsung #1 Due to Strength at Key Sizes
DisplaySearch (Austin), a worldwide leader in display market research, has released its Q3'06 LCD TV Value Chain Report. The report analyzes the supply relationship between LCD TV module suppliers, LCD TV OEM manufacturers and LCD TV brands. According to the Q3'06 report, 23 percent of the 10.8 million LCD TV units shipped were made by external OEMs with the remaining 77 percent of LCD TVs produced by LCD TV brands' in-house production lines. Some brands intend to increase their outsourcing share for certain regions and products as the market expands, while other brands intend to bring more volume in-house as they expand into new regions. Highlights of the Q3'06 LCD TV Value Chain Report include:
- Many LCD TV brands outsourced 100 percent of their LCD TV set manufacturing, such as Dell, Grundig, HP, Polaroid, Relysis, Vizio, ViewSonic, Westinghouse and Syntax-Brillian.
- In Q3'06, 77 percent of the LCD TV sets shipped were made at LCD TV brand in-house factories or TV assembly lines. 23 percent were outsourced to the subcontracted manufacturers such as TPV, Jabil, AmTRAN, Quanta and Vestel.
- 14.9 million LCD TV modules were shipped from TFT LCD makers. LCD TV manufacturers shipped 10.8 million units. The variances were mainly due to supply chain, assembly lead time, buffer stocks and channel inventory.
- As shown in Table 1 below, Samsung led the TV set manufacturers with 13.2% share in Q3'06, closely followed by Sharp. Jabil was the only manufacturer in the top 10 that was not also a TV brand.
- The top 7 suppliers are listed in Table 2 along with their top customers ranked by volume. As indicated, Philips, Samsung, Sharp and Sony were the top customers for 6 of the top 7 suppliers. In addition, each of the top 5 suppliers looked to their top 5 customers for at least 49 percent of their volume.
Table 1: Top 10 LCD TV Set Manufacturers and Main LCD TV Brand Customers
| LCD TV Set Manufacturers | Market Share in Q3'06 (%) | |
| 1 | Samsung | 13.2% |
| 2 | Sharp | 13.0% |
| 3 | Sony | 10.3% |
| 4 | LGE | 7.4% |
| 5 | AOC (TPV) | 6.6% |
| 6 | Funai | 5.3% |
| 7 | Panasonic | 4.4% |
| 8 | Toshiba | 4.0% |
| 9 | Jabil | 2.9% |
| 10 | TTE | 2.1% |
Table 2: Top 5 Customers' Share of LCD TV Module Makers' Shipments in Q3'06
| Rank | LCD TV Module Makers | Top Customers (Unit Basis) | Top 5 LCD TV Customers' Unit Share |
| 1 | LPL | Philips, LGE, Panasonic, Toshiba, AmTRAN | 62% |
| 2 | Samsung | Sony, Samsung, Panasonic, JVC, Sanyo | 84% |
| 3 | AUO | Samsung, Philips, Toshiba, Panasonic, LGE | 61% |
| 4 | CMO | Funai, Xoceco, Westinghouse, Proview, TTE | 49% |
| 5 | Sharp | Sharp, Philips, JVC, Mitsubishi, Panasonic | 89% |
| 6 | CPT | Philips, Funai, Konka, Samsung, TPV | 65% |
| 7 | QDI | Sharp, Philips | 100% |
The top LCD TV OEMs by size are shown in Table 3. As indicated, Samsung led at 26"-27" and 32" and was #2 at 40". These three sizes accounted for a 55 percent share of Q3'06 shipments. Philips was in the top 3 at each of the sizes it participated in below. Funai led the 20"-21" segment with a 16 percent share, Sharp had an even higher share at 37" at 21 percent while Sony and LGE dominated the 40" and 42" segments with 40 percent and 25 percent shares respectively.
Table 3: Q3'06 Top 5 LCD TV OEM Share by Size
| Rank | 20-21" | 26-27" | 32" | 37" | 40" | 42" |
| 1 | Funai | Samsung | Samsung | Sharp | Sony | LGE |
| 2 | Sharp | Philips | Philips | Philips | Samsung | Philips |
| 3 | Philips | Sony | Sony | LGE | Hisense | Amtran |
| 4 | LGE | Sharp | Sharp | Toshiba | Changhong | Toshiba* |
| 5 | AOC | Panasonic | Panasonic | TTE | Others | TTE |
*Tie between Toshiba and Amtran for #3 at 42".
